Evolving from CRM to CDP: What got us here won’t get us there

Karen Stephens highlights the limitations of traditional CRMs in the hospitality industry and advocates for transitioning to Customer Data Platforms (CDPs) to enhance guest experiences and drive direct revenue. She uses the example of Caroline Brettell, a frequent traveler whose fragmented data across multiple systems prevents effective targeting and personalization. Unlike CRMs, CDPs integrate data from various sources, providing a comprehensive view of guests. CDPs also excel in identity resolution, merging duplicate profiles, and utilizing advanced AI to ensure accurate guest data. Additionally, CDPs facilitate data activation across multiple channels, enabling personalized, multi-channel marketing campaigns. Stephens emphasizes that while CRMs were crucial for initial data management, the advanced capabilities of CDPs are essential for future growth and competitiveness in the evolving hospitality landscape.

Meet Caroline Brettell.

She travels frequently for work, and she’s stayed at properties within The Avertine Group several times: Avertine Seattle, Avertine New York, and Avertine Dallas. She also takes a trip twice a year with her spouse and their dog, usually within driving distance of their home in Tampa, Florida.

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The Hotel Yearbook Technology 2024

The HOTEL Yearbook Technology 2024 delves into the transformative power of data in the hospitality industry, exploring how the "everything-data decade" is reshaping the landscape. This year's edition emphasizes the surge of data-focused innovations and products with open architectures for seamless data exchange and micro-applications embedded in diverse tech stacks. As data, often dubbed "the new oil", becomes pivotal for hotels to refine brand identities and the struggle to offer hyper-personalized services, it also plays a critical role in managing labor and energy resources efficiently. The publication provides essential insights and recommendations into harnessing data for superior service delivery, agile resource optimization, robust data security, and crafting extraordinary guest experiences.
www.hotelyearbook.com/edition/technology-2024.html